How Mobile-Social is Changing the Way Brands Connect with Consumers
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How Mobile-Social is Changing the Way Brands Connect with Consumers

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  • http://playbook.360i.com Replace mobile POV with mobile playbook
  • Mobile was the bridge between online & offline, connecting to consumers to the show via mobile devices and on the ground promotions. The campaign included the following core components: Twitter (hub for announcements & sharing) Facebook (Food Porn app asked viewers to upload photos for a chance to win $5K) Foursquare (special one-day event badge & deals at 300+ local dessert shops) Foodspotting- emerging platform that lets users share photos of what they're eating with fellow foodies **with Top Chef Just Desserts, BRAVO became the first advertiser to sponsor a specific category within the app. **** -Participating retailers in markets FREE Desserts were made available via the following partners: Local bakeries & Retailers – 260 retail partners in 20 Markets nationwide Total In-Store Impressions = 462,000 Largest Retail Partner (Godiva) distributed 8,000 truffles in 19 markets Branded Trucks: 4 Total in NYC, LA, Chicago 66K truck impressions garnered Opentable.com – 800 restaurants offered customers a free dessert with dinner Twitter as a hub for all messaging All times and locations were only announced on the @Bravotv Twitter account to harness the power of social media. Wrapped newspapers calling out twitter for detailers 4sq Just Dessert badge could be redeemed for real goods—GODIVA TRUFFLES! Within 1 week of just desserts day (continuing to play off bridging online/offline components)
  • Mobile was the bridge between online & offline, connecting to consumers to the show via mobile devices and on the ground promotions. The campaign included the following core components: Twitter (hub for announcements & sharing) Facebook (Food Porn app asked viewers to upload photos for a chance to win $5K) Foursquare (special one-day event badge & deals at 300+ local dessert shops) Foodspotting- emerging platform that lets users share photos of what they're eating with fellow foodies **with Top Chef Just Desserts, BRAVO became the first advertiser to sponsor a specific category within the app.
  • Left: Be The One for restorethegulf.com Right: Demo app for The Varsity, with a button to share
  • CauseWorld
  • Apple Game Center
  • http://www.assistedserendipity.com/images/mediakit/venuehistory.png

How Mobile-Social is Changing the Way Brands Connect with Consumers How Mobile-Social is Changing the Way Brands Connect with Consumers Presentation Transcript

  • HOW MOBILE-SOCIAL IS Moderated by David Berkowitz, Sr. Director of Emerging Media & Innovation at 360i @dberkowitz / @360i Featuring: Craig Davis, CEO, TextualAds - @CraDav Tom Dorf, Director of Advertising Sales, MocoSpace - @MocoSpace Noah Elkin, Principal Analyst, eMarketer - @noahelkin Adam Mirabella, Head of Music Services, Nokia - @ Sinlison CHANGING THE WAY BRANDS CONNECT WITH CONSUMERS
  • David Berkowitz
  • Download 360i’s Playbooks: Mobile: mobileplaybook.360i.com Social: playbook.360i.com View slide
  •   View slide
  • HUB for all announcements & sharing The Mobile social app highlighted the best desserts at partner locations; A Mobile Guide Drove users to discover locations FOOD PORN Application asks fans to upload their photos for a chance to win $5,000 Users received a one-day-event badge and discounts at Godiva stores nationally
  • Six types of mobile social media
    • Online social networks on mobile devices
    • Share content via social channels
    • Location-based check-in services
    • Sharing and streaming content
    • Social gaming
    • Mobile social networks
  • 1) Online social networks on mobile devices 200MM+ mobile Facebook users
  • 2) Share content via social channels
  • Connect mobile sites & apps with social networks
  • 3) Mobile social networks
  • 4) Sharing and streaming content
  • 5) Social gaming
  • Game mechanics pervade social media: Meet your benevolent king
  • Some kingdoms are hard to hold on to
  • 6) Location-based check-in services
  • Feeling lucky, punk?
  • Thanks! - Let’s stay in touch
    • David Berkowitz
    • @dberkowitz / MarketersStudio.com
    • @360i / blog.360i.com
    • [email_address]
    • about.me/dberkowitz
  • Noah Elkin
  • How Mobile-Social is Changing How Brands Connect with Consumers Noah Elkin Principal Analyst @noahelkin F E B R U A R Y 9, 2 0 1 1
  • Social networks are increasingly the conduit for mobile communication
  • Mobile social network usage will more than double between 2010 and 2015
  • Location-based services have surged but aren’t yet mainstream
  • Geolocation mobile apps serve many niches but tend to be game- or deal-focused
  • Checking in motivated by prospect of value exchange: obtaining useful information and finding deals
  • But what happens when the check-in becomes commoditized? Over 380 Million Check-Ins!
  • Among mobile marketing channels, marketers are most interested in geolocation and social networks
  • Marketer spending around location is starting to ramp up
  • Location relevance increases the likelihood of generating a response from advertising
  • Thank you Noah Elkin Principal Analyst Twitter: @noahelkin Email: [email_address] Phone: (212) 763-6055
  • Craig Davis
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  • Tom Dorf
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  • tom@corp.mocospace.com - 347.225.6711
  • Adam Mirabella
  • Social Media Week 2011, New York Adam Mirabella Global Director, Digital Media
  • Mobility will drive the next phase of Internet growth TODAY: 4.6 billion mobile devices 1.6 billion Internet users 450 million accessing the Internet through mobile Source: IDC 2013: 5.9 billion mobile devices 2.2 billion Internet users 1 billion accessing the Internet through mobile Source: IDC & Infonetics Research
  • Key Trend #1
  • Key Trend #2 http://www.socialmediaweek.org/nokiaconnects
  • Key Trend #3
  • What’s our role?
  • The Future
  • Keep the conversation going…
    • David Berkowitz, 360i - @dberkowitz
    • Craig Davis, TextualAds - @CraDav
    • Tom Dorf, MocoSpace - @MocoSpace
    • Noah Elkin, eMarketer - @noahelkin
    • Adam Mirabella, Nokia - @ Sinlison